Want to explode your web site traffic, engage your visitors and drive more sales? You may have heard that SEO copywriting - also called "writing for search engines" - is the secret to getting better search rankings. In the past, you may have thought this process was too technical to learn and outsourced your SEO copy needs. But now you can do it yourself - even if you're an "SEO newbie." New content optimization tools and strategies can help you create content that is both easier to discover by search engines and more compelling to read for your visitors.

1. 7 Steps to SEO Copywriting Success Does Access to SEO Keyword Intelligence Make You a More Effective Writer? Heather Lloyd-Martin, CEO, SuccessWorks Pelin Thorogood, Managing Partner Schulman+Thorogood Group

2. The Speakers Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting as profiled in the book Online Marketing Heroes . She is nominated for the Top Woman in SEO, 2012 award. Pelin Thorogood is a new media marketer and entrepreneur, and was recently named one of the “ 20 Women to Watch ” in sales lead management. Pelin serves as a virtual Entrepreneur-in-Residence at Cornell's Johnson Graduate School of Management. . @heatherlloyd @pelint

3. Why care about content?

4. The Importance of SEO Content Keyphrase research Quality content Quality incoming links SEO sweet spot

5. The importance of SEO content How the text is written can have a tremendous impact on search positions and conversions It ’ s not enough to “ just have content, ” or “ stick keyphrases in copy. ”

7. Step #1-Who Are You?

8. How well should you know your target audience?

9. Write for the right audience How can you write effective copy if you don ’ t know who you ’ re writing it for...? Consider: - Who is your target audience (hint: it ’ s not “ everyone. ” ) - Do you have multiple target audiences? - How old is your typical buyer/reader? - What level of education have they reached? - What are their average income levels? - What benefits are important to them? - What are their hopes, fears and desires?

11. Step #2: WIIFM?

12. How to show WIIFM - What are the benefits of working with you - and why are those benefits important to your target audience? - What specific objections do you have to overcome? - What is your competition doing and how do you position your company within your local or national marketplace? - What tone and feel should you use to resonate with your audience? How you say what you say is extremely important

13. Let ’ s compare: Quicken

14. Mint.com

15. Step #3: Be a content psychic

16. Want to get inside your customer ’ s heads? Keyphrase research helps you understand what information people are searching for and what questions they have.

17. Look for opportunities to build out new, unique content

19. Articles become part of resource center. New articles - with product links - featured in monthly newsletter - driving traffic back to the site

20. Step #4: Free yourself from “ fake rules ”

21. Party like it ’ s 1999... but don ’ t optimize your site that way

23. Step #5: Make your Titles sizzle off the SERP

24. Think of Titles like headlines

26. Step #6: Control what you can control

27. Beware the Website mullet Check for outdated copy. Worst offenders: - Press pages - Conference/events pages - Product pages - Old articles that are obviously outdated Set up an editorial plan to update the “ old ” copy.

28. Step #7: Follow the SEO copywriting checklist

30. Thank you! Want more SEO copywriting goodness? SEOcopywriting.com

31. Questions? Here ’ s how to reach me Heather Lloyd-Martin CEO, SuccessWorks SEOCopywriting.com [email_address] Twitter: @heatherlloyd

32. The Impact of Real-Time Content Optimization: Does Access to Search & Social Intelligence Make You a More Effective Writer? Pelin Thorogood Schulman+Thorogood Group

40. www.schulmanthorogoood.com @stgroup